E*TRADE FINANCIAL Banks On Salesforce to Drive Efficient Lead Management and Streamline Sales Operations

“We run our business on the Web, and it was vital that our CRM solution align with our model. Salesforce gives us lead management and reporting benefits with a seamless user experience that drives adoption and streamlines operations across our global sales teams.”


Challenge
  • E*TRADE FINANCIAL, a global provider of financial services, needed a lead management tool to standardize processes across multiple sales teams in the U.S., Europe and Hong Kong
  • As an online financial services company, E*TRADE required a Web-based solution that would seamlessly integrate and align with its business
  • Reporting generated from a backend data warehouse precluded sales from easily accessing important metrics
  • Security, reliability and quick time-to-market were vital criteria

Solution
  • Subsequent to a buy vs. build evaluation, the company chose salesforce.com’s Enterprise Edition for its ability to report on metrics that were relevant to a variety of sales teams
  • E*TRADE deployed Web-based campaign management tools and an integrated interface to ensure a seamless user experience in a phased rollout across its global sales groups
  • Canada-based StraightThrough CRM Solutions—a salesforce.com implementation partner with critical financial services expertise—helped tailor the system with nuances specific to the market

Results
  • Quick time-to-market with dedicated training resulted in a successful rollout and high adoption rate
  • A more defined lead and case management process helps E*TRADE standardize operations across a diverse global sales force
  • The ability for diverse sales groups to report on critical metrics stimulates productivity and boosts performance 
  • Tracking features, access controls, and best-in-class security help compliance with strict customer privacy practices
 
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